According to official website information, Lize Store, the transformed Easyhome (now renamed Easyhome Experience Mall), has completed the full coverage of furniture and building materials, fresh supermarkets, restaurants and cinemas, children's entertainment, digital intelligence, physical fitness and home-based care for the elderly.
Wang Linpeng, chairman of Easyhome, said that building a consumer ecosystem around the concept of big family is the strategic core of Easyhome in the future, and the experience mall model of Easyhome will be replicated in stores all over the country in the future.
As the first model store in the transition from "big residence" to "big consumption", Easyhome Experience Mall has been highly anticipated by the industry since its birth. According to industry analysts, the real home, which has been deeply involved in the physical business field for nearly 20 years, is grasping the historical opportunities brought by new retail.
According to the expected sequel of the story, Easyhome should use Ali's capital and technical empowerment to successfully catch the new retail express and live a happy life.
However, after a lapse of three months, through the observation of Yiou Home, it is found that the transformed Real Home is still plagued by some problems other than passenger flow. Whether the new retail can really help the Real Home to realize the perfect transformation from "big residence" to "big consumption" remains to be tested by time.
The passenger flow in home stores has declined, and industry giants are actively seeking change.
From the data point of view, it is an indisputable fact that the proportion of sales in the home store market has declined in recent years. According to public information, the sales of home stores in 20 14 was about1206210 million yuan, down 3.36% year-on-year;
The annual sales in 20 15 was 10849. 1 100 million yuan, down 9.98% year-on-year; In 20 17 years, the sales of building materials and home furnishing stores above designated size nationwide was 9173.7 billion yuan, down 22.6% year-on-year.
For these figures, home store practitioners are deeply touched. Many small and medium-sized traditional home stores said that in the past two years, especially in the first half of this year, it was obvious that the passenger flow in the stores was gradually decreasing, and even the activities on holidays were not popular. The occupancy rate is decreasing year by year, and some regional stores are facing the dilemma of shrinking, moving, closing and being acquired by large enterprises.
The insiders explained that with the rational return of the property market economy and the introduction of a series of real estate policies, the overall consumption demand of households declined.
Coupled with the rise of furniture e-commerce platform, hardcover room and brand home enterprises, home stores are facing the diversion of various channels. For consumers, it is no longer simply to buy furniture from home stores, and for furniture enterprises, it is no longer simply to rely on stores for sales. In this way, store traffic and sales will also decline.
Faced with the current situation of passenger flow loss, in addition to the anxiety of small and medium-sized home stores, chain home stores headed by Red Star Macalline and Easyhome have also reached the crossroads of innovation and change after experiencing a rapid expansion movement.
Under the new retail wave, they started a series of layouts, and launched a competition centered on home service around e-commerce, big data, smart logistics, inclusive finance and other fields.
Taking Easyhome as an example, in order to enhance the brand effect and speed up the development efficiency, Easyhome began to build its own large furniture logistics. Put forward the plan of "10-year thousand stores" to accelerate the sinking of channels and spread from first-and second-tier cities to small and medium-sized cities and even small counties in the third, fourth and fifth lines; Launch a "slow food culture" supermarket project that emphasizes on-site experience and is easy to do and unmanned convenience store; Acquired American designer software homestyler and created his own 3D cloud software "Incredible Designer". ...
From physical store chain to online e-commerce platform, from home retail service to smart logistics, BIFF, financial services, and vertical forest city complex, Real Home has experienced a major transformation from home industry to the whole industry.